Case Study Review: Language and Globalization: “Englishnization” at Rakuten

The winery industry can be categorized into red and white wine segments. The red wine segment, measured by tonnage of varietals crushed, has grown at a compounded annual rate of 4.7% for 10 years from 1989 to 1998, and a year over year growth rate of 8.2% from 1998 to 1999. Judging by the strong growth rate experienced in the red wine segment, it is reasonable to conclude that the red wine segment is in the growth phase of the life cycle model. In addition, production of red wine varietals which are relatively unknown such as syrah and sangiovese nearly doubled in a year from 1998 to 1999. The white wine segment, however, is at the mature phase of its life cycle as the segment shrunk slightly by 0.42% from 1998 to 1999. Overall, the industry is still at the growth stage lead by growth in the red wine segment.

For example, the Appellation d’Origin Controllée (AOC) law in France. Italy followed France and also introduced laws and regulations. Producers supported these laws and regulations, they saw this as an opportunity to differentiate their wine and raising the entry barriers. In a later stage other regions in France were given the, usual lower ranked Vin Delimités de Qualite Superieure (VDQS) and the, even lower ranked Vin de Pays, inexpensive but very drinkable wines for French tables and increasingly for exports. Although this movement was quite rigid, due to a belief that quality was linked to terroir.

The structure of the wine industry is quite different around the world. The barrier to entry is relatively higher in the New World than in the Old World. Referring to the market data on the level of concentration in 1998, people can see a few players dominate the markets in Australia and the U.S. while the level of concentration is quite low in Europe. Therefore, the rivalry in Old World is intense there.

The dynamics of the global wine industry are better understood through a brief history of wine as well as an overview of the wine making process. Some countries have longer historical and cultural ties with wine then others and that can affect the quality and perception of the product in the eyes of the consumer. Also, the conditions in which the wine grapes are raised and the processes used to make the wine can create a superior wine and therefore a competitive advantage.

These are the ‘new world’ producers which are generally located in the Southern Hemisphere. Australia, Argentina, South Africa and the US have growing wine industries and are taking a large percentage of the global market share from old producing nations.

Normally wine is started in the fall when the ripe grapes arc harvested. It is not ready to be tasted until at least the following May-the origin of the young, and often very harsh, ‘May Wine.’ This time sequence coincides with the typical school year and thus provides an ideal opportunity to have a continuing demonstration. As the year passes and the course progresses, continued reference can be made to the various stages of the wine production….

Wine, known as the beer of the mountains was first produced during the Neolithic period between 9000 and 4000 BCE. There were two factors in the Zagros Mountains that made the production of wine possible; an abundance of the Eurasian grape vine, Vitis vinifera sylvestris, and cereal crops. Grapes contain natural yeast that will convert the sugars in the juice to alcohol; that way when people started to store grapes they would eventually turn into wine. The earliest evidence of wine came from a jar from the village Hajji Firuz Tepe and dated back to 5400 BCE. Wine became important because it was a main part of religion, medicine, commerce, and became a

This northern California winescape is “dotted with Italian surnames that suggest traditional roots of pioneering viticulturists” (Helzer 49). For Italians, they adapted their “old-world winemaking traditions to new lands” (Helzer 49), and their success can be partially attributed to the “similarities in landscape, ecology, and climate between California and the rolling countryside of northwestern Italy” (Vaught 885). Furthermore, the success of these immigrants can be attributed to their plethora of access to social capital listed

The whole world of winemaking, and the first step to determine the taste and quality of a wine, stems from the grape and vine. With a deep root system and gnarled trunk, grape vines are a standout feature of any winery. These vines have three main categories of

Much of California’s wine regions parallel in their respective histories. However, what sets Napa Valley apart is its rich collection of individual growers and producers dedicated to furthering the reputation of the region from the very beginning. Importantly, its unique location provides ecological serenity for the production of wine from its expansive variety of soils to the balancing effect of its climate.

Chateau Margaux is one of the five first-growth Bordeaux wine producer; it and has one of the finest names of Bordeaux and the number of drinkers worldwide is growing through the years. Chateau Margaux’s wines are used by the connoisseurs and luxury consumers. They are facing an uncertain future, because of losing market to New World producers (such as California, Australia, South Africa and New Zealand) which have lower prices and more accessible flavours. Nowadays wine drinkers are changing tastes, which could cause a big problem.

In the most recent years, domestic sales of wine has declined constantly. The wine consumption is becoming more occasional. This is partially due to an aggressive anti-alcohol campaign and driving restrictions set by the local government, but also facilitated by a lack of marketing strategy: the wine market is loosing touch with the youth (the average age of wine drinker is gone up from 35 to 55) and young people are getting more keen to beer or alcohol pops.

This case describes the global development of wine industry, and how new world wine players occupied the global market share from old world wine producer gradually. It is very interesting that author selected the Britain as the sample stage for the battle between the new world wine campaign and the traditional campaign.

Wine-oriented tourism resource is defined as a synthese of resource related to wine planting and producing, and can attract tourists, stimulate tourist motivation, and can be used by tourism industry, creating economy benefits, social benefits and environment benefits in nature and human society (Li & Yu, 2008). Wine tourism resource can be broadly categorized into two types which are natural tourism resource and cultural tourism. Natural tourism includes grape planting area, vineyards, equipment of wine making, architecture, cellar and etc. cultural tourism resource includes wine history, wine cultural, wine appreciation techniques, wine planting techniques, wine museum, all services and entertainments related to wine tourism, wine festivals and collections of wine (Getz & Brown,

• Claret - is a name primarily used in British English for red Bordeaux wine. Claret derives from the French clairet, a now uncommon dark rosé, which was the most common wine exported from Bordeaux until the 18th • Sauternes - is a French sweet wine from the Sauternais region of the Graves section in Bordeaux. • Châteaux – is a manor house or residence of the lord of the manor or a country house of nobility or gentry, with or without fortifications, originally—and still most frequently—in